Tart Attitude Plays in Storage Ads

NEW YORK Manhattan Mini Storage is poised to launch a campaign by Tractenberg Advertising that aims to answer the eternal questions of space-starved New Yorkers.

One ad in the print, transit and collateral campaign asks, “Does my butt make this room look small?” Another implores New Yorkers to clean out their closet and “Find out what smells,” while another suggests renting storage space is “Faster than waiting for your neighbor to die.” A collateral ad asserts, “Even cotton can’t breathe in your closet.”

The work, which breaks throughout the month, comes after the assignment was awarded in May, said Joel Tractenberg, agency founder. The independent shop had begun talking with the client in February, Tractenberg said.

Tractenberg said the client has also asked the New York shop to redesign the ads on its trucks. The value of the assignment was not disclosed.

“We tend to use really funny, cutting-edge creative, so I’m always looking for great creative and track it back to who did it,” said Stacy Stuart, client vice president of marketing. Stuart said she tracked the agency down after seeing its ads for Gotham Comedy Club and Luggage Free.

Stuart added that she continues to work with Mad Injection, a spinoff of the now defunct Mad Dogs & Englishmen helmed by creative chief Mikal Reich. Assignments are doled out on a project basis, she said. “He could easily do the next campaign,” Stuart said.

This item corrects a previous item, which said that Mikal Reich’s Mad Injection had ceased to operate. In fact, Reich continues to operate Mad Injection in New York.